Category Archives: Agents

Did you hear the news? One of the Top 5 teams in the entire Keller Williams network is now part of the Berkshire Hathaway HomeServices PenFed Realty family! Russell Rhodes and his team, based in the Dallas/Fort Worth Metroplex, just joined our company down in Texas!

Russell Rhodes and The Rhodes Team arrive with a strong service ethic, powerful production history

RESTON, VA (Nov. 1, 2016) – Berkshire Hathaway HomeServices and Berkshire Hathaway HomeServices PenFed Realty today announced that The Rhodes Team, a production and service leader in Dallas/Fort Worth real estate, has joined PenFed Realty Texas.

The Rhodes Team, led by Broker Associate Russell Rhodes, has been among the top-producing real estate teams in the Dallas/Fort Worth Metroplex since 2012, according to data compiled by REAL Trends and The Wall Street Journal. It is the only group to place among Keller Williams Realty’s Top 5 teams worldwide for sales volume during each of past 10 years. Additionally, The Rhodes Team ranked 47th for transactions and 50th for sales volume across the entire U.S. real estate industry as measured in REAL Trends’ 2016 study of top teams and agents.

“We are delighted that Russell and his exceptional team now represent Berkshire Hathaway HomeServices PenFed Realty Texas in the Dallas/Fort Worth Metroplex,” said Rick Wylie, brokerage president. “The Rhodes Team is a production powerhouse with a stellar reputation for client service earned over many years.”

Rhodes said the Berkshire Hathaway HomeServices brand, combined with the strong, local presence of PenFed Realty Texas, will help his team grow and serve more of the area’s real estate consumers. “We’ve been watching the Berkshire Hathaway HomeServices brand and are impressed by its business principles and core values, which are closely aligned with our own,” he explained. “At the same time, PenFed Realty’s growth has been phenomenal and we want to be a part of it.”

PenFed Realty’s ownership – Tysons, VA-based PenFed Credit Union – also attracted Rhodes with its focus on the U.S. military and military veterans. “The military is huge for me; I feel indebted to the men and women serving in our military branches,” he said. “I am proud to join an organization with such a meaningful mission.”

Rhodes entered real estate in 2001 and formed his team shortly thereafter. The Rhodes Team quickly ascended industry ranks with an unwavering focus on customer satisfaction. That satisfaction starts with Rhodes, who operates by the Golden Rule of treating others as you would want to be treated. “I treat my agents with the utmost respect and care, and my agents do the same for their home-buying and selling clients,” he said. “We don’t rest until we’ve met our clients’ expectations.”

Client satisfaction is reflected in the team’s production totals. The Rhodes Team generated nearly $196 million in sales volume in 2015, 61% of which was attributed to repeat customers and client referrals. “We’re in business to represent the needs and best interests of each and every client,” Rhodes said. “This is how we create long-term client relationships – we want our customers for life.”

The Rhodes Team operates with 15 agents and 12 administrators at 3624 Long Prairie Road, Suite 100, in Flower Mound, Texas. Visit www.rhodesteam.com.

“We congratulate PenFed Realty Texas and The Rhodes Team on their exciting union,” said Gino Blefari, CEO of Berkshire Hathaway HomeServices. “We look forward to supporting them and their continued success in the years ahead.”

About Berkshire Hathaway HomeServices PenFed Realty Berkshire Hathaway HomeServices PenFed Realty is a full-service real estate company with annual sales volume of $3.8 billion with 1,700 sales agents and 50+ offices providing complete real estate services nationwide. PenFed Realty is a wholly owned subsidiary of PenFed Credit Union (PenFed). PenFed is a financial institution with $20 billion in assets and more than 1.5 million members. PenFed Realty is also a member of the Berkshire Hathaway HomeServices brokerage network, operated by HSF Affiliates LLC. Visit PenFed Realty at www.PenFedRealty.com; see PenFed Realty Texas at http://WeKnowTX.com.

About Berkshire Hathaway HomeServices Berkshire Hathaway HomeServices, based in Irvine, CA, is a real estate brokerage franchise network built for a new era in residential real estate. The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the real estate market a definitive mark of trust, integrity, stability and longevity. Visit www.berkshirehathawayhs.com.

Irvine, CA-based HSF Affiliates LLC operates the Berkshire Hathaway HomeServices, Prudential Real Estate and Real Living Real Estate franchise networks. The company is a joint venture of which HomeServices of America, Inc., the nation’s second-largest, full-service residential brokerage firm, is a majority owner. HomeServices of America is an affiliate of world-renowned Berkshire Hathaway Inc.

Want to learn more about Berkshire Hathaway HomeServices PenFed Realty and what makes us such a great company? Call Maxine McLeod Miller at 703-836-1464 to learn more!

Twenty-two Berkshire Hathaway HomeServices PenFed Realty sales professionals/teams are featured in an article in the July issue of Washingtonian Magazine for “Top Performers” in residential real estate. The magazine focuses on the D.C. Metro market. Below is a two page ad congratulating our agents and teams. To view a larger size, please click on link. Agents PFR Washingtonian Ad_July 2016

“Steve’s latest sales award and recognitions are part of a string of honors that he has received during his first year with our company—a year in which he has doubled his sales volume” .

RESTON, VA. (PRWEB) JUNE 30, 2016 Steve Hales of Berkshire Hathaway HomeServices PenFed Realty was recently presented with the company’s esteemed Chairman’s Circle – Gold Award, a recognition that is bestowed to the top two percent of the national network’s sales professionals based on gross commission income or closed units. Additionally, Hales is recognized in the July 2016 issue of Washingtonian Magazine as a top platinum producer with $25 million in sales for 2015.

“Steve’s latest sales award and recognitions are part of a string of honors that he has received during his first year with our company—a year in which he has doubled his sales volume,” said Mid-Atlantic President Kevin Wiles, Berkshire Hathaway HomeServices PenFed Realty. Steve also captured the Top Individual Real Estate Agent Award for PenFed Realty Mid-Atlantic.”

Earlier this year Hales was also selected to the REthink Council, a national group of 15 top-producing agents who embrace innovative technologies to improve the consumer buying and selling experience.

According to Wiles, the REthink Council is an incredible think tank of talent and a proactive approach to ensure the future success of the real estate industry.

“Steve continues to set the bar high—not only for our brokerage, but for the entire Berkshire Hathaway HomeServices affiliate network,” Wiles added.

Asked what keeps him at the top of his game, Hales answered, “I consider myself a consultant to my clients by providing them with all the critical information they need to make a good decision for themselves and their family. I look at a house not only as place where memories are made, but as an investment for my client’s future wealth management.”

Hales is located in the Berkshire Hathaway HomeServices PenFed Realty Alexandria Branch Office at 300 N. Washington Street, Alexandria, Va. 22314. Hales can be reached at 703-836-1464 or 703-725-8120.

About Berkshire Hathaway HomeServices PenFed Realty:

Berkshire Hathaway HomeServices PenFed Realty is a full-service real estate company with annual sales volume of $2.8 billion with 1,700 sales agents and 50+ offices providing complete real estate services nationwide. PenFed Realty is a wholly-owned subsidiary of PenFed Credit Union (PenFed). PenFed is a financial institution with $20 billion in assets and more than 1.4 million members. PenFed Realty is also a member of the Berkshire Hathaway HomeServices brokerage network, operated by HSF Affiliates LLC.

Recently, I had an “Aha! Moment”– one of those times when the light bulb flashed and my understanding of something clicked to a new level. Here’s what happened, I had an opportunity to interact with the wonderfully outrageous South Florida home builder, Frank McKinney.

Just to set the stage for you, McKinney’s personality is as big as the 60,000+ square foot spec mansions he builds. He bills himself as a real estate “artist,” and there is no doubt that he is the force behind some of the Florida’s most interesting mansions priced in the double digit millions.

McKinney, who designs his homes in a tree house office, is a master of creativity. On each property homepage, you’ll find a countdown-to-completion clock ticking away. His new homes have theatrical “unveilings” (rather than grand openings) and draw hundreds of invitees who pay to preview the properties.

Here’s the light bulb that went on for me. We all know the importance of effective staging. But “McKinney’s marketing approach moves past staging and aims at creating a desire to live in the home from the time the prospect pulls up in front. He works to take staging and showing and turn it into a powerful selling experience.

First, he considers when and how the prospect will arrive at the house. He tries to schedule showings at a time when the home will show to best advantage. If sunset is spectacular from the poolside terraces, he wants the prospects to experience those views. Then, with the use of strategically placed cones, he influences exactly where the prospect and agent will park. He blocks the drive so they are forced to approach the home in the most desirable way. The prospect sees the full expanse of the front yard, takes in the dramatic architecture, sees the guest house which appears to be floating in a lagoon, smells the freshly cut grass and feels the marble pavers underfoot. Anticipation heightens with the approach.

When the door opens, a memorable front door experience begins. While McKinney builds-in many of his front door magic moments — including in one recent home, a “water floor” that curves into an arched aquarium wet bar with exotic fish overhead — you can stage your own memorable front door openings by being creative. It’s the concept that’s important. McKinney carefully furnishes and stages the home so there is a pleasant surprise or positive feature around every corner. He appeals to multiple senses using music and scent. He has chocolate and champagne waiting. Prospects are qualified in advance, so McKinney has even been known to hand them the keys and suggest they spend the evening at the house (giving new meaning to the old puppy dog close!).

His goal is to open “the window of desire” for the home and close the deal. What’s sitting by the front door on departure? A contract.

McKinney’s sales track record would indicate that this approach works. He tells the story of meeting buyers after closing to walk them though their new multimillion home and demonstrate all the features. His buyers asked, ‘Can we see the upstairs now, Frank?” They had purchased based on only seeing (and falling in love with) the main floor.

In short, McKinney’s showings are designed to be memorable experiences that result in sales. How can you do that with your listings? Your homes don’t have to be multimillion dollar extravaganzas for you and your sellers to make every showing a memorable experience. This is turbo-charged staging.

Think about the questions McKinney must ask himself with every property. What times of day does the home show best? How can I take advantage of that? What approach to the house is most favorable? How can I enhance that approach? Where should prospects park? Can you create a WOW the moment the front door opens? How can you keep the positive impressions happening? What about sound and scent? How can you stage to best highlight the lifestyle(s) the home represents?

Then, there’s the question of how you get the buy-in and cooperation of your seller. The reality of today’s market is that some homes are selling. Successful sales are generally the homes which have proper pricing, effective staging, and creative marketing. If your seller understands this and YOU can create magic showing moments, the probability of sales success rises.

Have you ever thought about a career in real estate? If so, and you or a member of your family is or has been a member of the armed services, this could be the perfect program for you.

The Real Heroes Program, offered through Berkshire Hathaway HomeServices PenFed Realty, is designed to support veterans, military spouses, and active duty men and women in their transition from the military to a civilian career in real estate.

Financial Barriers Removed: program covers up-front costs to secure a real estate license, up to $2,500.

Real estate training and licensing exams

Insurance (for real estate errors & omissions)

Membership in applicable real estate associations

Marketing support

A two-year commitment is required for the funding*

A career in real estate offers valuable freedom and flexibility to suit an entrepreneurial lifestyle to build your own business.

Once you become a sales professional, our company continues to provide on-the-job support & mentorship to help you launch a successful, satisfying career.

Like just about everyone right now, we are off to see Star Wars tonight… this, along with a video clip from my boss, got me thinking about some of the wonderful nuggets from Yoda.

Great business, and life, advice can be found in the words of Yoda. The happiest and most successful people I have met are those who truly believe in themselves and are fully committed to their career objectives. They are invested in increasing their earnings and improving their quality of life every single day. As Yoda would say, “You gotta BELIEVE“.

All to frequently I have heard real estate agents, and other sales people, lament over an under-performing marketing campaign, “what a waste of money, I did not get a single call off that ad”. There is more to marketing that just a single advertising piece.

Here is some excellent advice on marketing, and marketing effectively, from Laura Ure and our friends at Inman News. The old brain is skeptical, and it takes great marketing to make action to happen. You need to take a long-range, strategic approach to marketing yourself and your real estate services.

Getting your prospects to leave the status quo means talking about their needs. They don’t care that you are No. 1.

Good visuals can help the old brain decide if something doesn’t seem trustworthy.

When investing money in marketing, what you are doing is looking for ways to reach your prospects’ filter for making choices, to avoid having them default to the no-decision zone.

When investing money in marketing, what you are doing is looking for ways to reach your prospects’ filter for making choices, to avoid having them default to the no-decision zone.

The real battle exists in trying to get your prospects to leave the status quo and accept your offer, which in this case is selling their home with you — the expert.

The reptilian brain is the oldest of the three brain systems; it consists of the brain stem and cerebellum. Primarily, it controls the body’s vital functions. Therefore, it plays a crucial role in physical survival, and it calls the shots when it comes to making decisions.